Assessment Strategy:

Participants will be informally assessed on their interaction during sessions; their participation

In-group exercises

Prerequisites:

• Minimum three years of banking experience
• Good command of English

• Describe the size of the SME market and its segmentation.
• Identify the potential market by segment and how to use the marketing mix.
• Explain how to develop a relationship management plan.
• Determine information technology needs for SME.
• Describe the profile of an entrepreneur and the tools of SME client education.

Bankers working in SME, retail, corporate and credit departments who have, or will have, SME Responsibilities

Module 1: SME Market Size

• Introduction and overview
• Market size definitions
• Sources of information
• SME population definition
• Number of establishments and attributes
• SME survival rates
• Market sizing methodology
• Defining segmentation, segmentation benefits and limitations
• Methods of segmentation
• Estimating segment size
• The dynamics of the SME market

Module 2: Market Potential and Marketing Mix

• Defining segment potential
• Projecting market revenue and profits
• Evaluating potential per business
• Practical tips
• Cost consideration
• The 5 Ps of marketing
• Voice of the customer
• Product mix by segment
• Determining product features
• Product bundling
• Delivery channels alternatives
• Price considerations
• Positioning SME operation
• Sales promotion alternatives
• Getting the message to SME owners
• Measuring promotional success

Module 3: Structuring SME Sales Efforts

• What is relationship management?
• Why relationship management?
• The relationship manager
• Benefits to the bank and benefits to the client
• Deciding who should be managed
• The relationship review
• Measuring relationship costs

Module 4: SME Information Technology

• SME data organization
• Unit of measurement
• Existing SME customers and SME prospects
• Digital marketing and its applications
• Digital marketing benefits and drawbacks

Module 5: The Profile of an Entrepreneur and SME Client Education

• What is the entrepreneurial personality?
• Who is more likely to start a business?
• Which SMEs will grow?
• Owner’s characteristics that drive business growth
• The power of networking
• The need for client education
• Client education tools
• Importance of client education

Case Study – Marketing Plan for SME Proposition by Trade International Bank plc.

CDGA attendance certificate will be issued to all attendees completing minimum of 75% of the total course duration.